Bill Baker Quoted in Akron Beacon Journal

Dr. Bill Baker, chair of the department of marketing, was quoted in a January 15 Akron Beacon Journal story on the renaming of Cleveland Browns Stadium to FirstEnergy Stadium.

The story reports that Akron-based FirstEnergy Corp. bought the naming rights for the stadium in a multi-year deal that will be paid in installments.

Baker notes that the move helps the image of FirstEnergy.

“What they’re trying to do from a consumer behavior perspective is link themselves to the Browns. When they do that, there are some associations and imagery associated with the Browns that can transfer to FirstEnergy. People identify with the Browns. They might be frustrated or annoyed, but they’re still going to identify with the team ... If FirstEnergy is well associated with the Browns, some of that identification ... and good feelings can leak over into the FirstEnergy image.”